The House unveils a world of curios through a new Lifestyle collection.
The collection features an expansive range of items from stationery and games to leisure-related accessories, all designed to entertain and excite. The line is woven seamlessly into the narrative of the House, taking inspiration from Gucci’s ample archives, but coaxed into the present through a refreshing take on a luxury lifestyle of yesteryear.
Perfectly in tune with the spirit of the collection, the campaign to launch the new category unfolds in dream-like imagery where wonders and enchantments reign supreme. The photos and video were shot by Max Siedentopf in Tuscany at Castello Sonnino, a 16th-century fortress built by the Medici family. Notebooks flutter like birds, pencils blossom like flowers, pencil cases become volcanoes and erupt clouds of smoke in vibrant colors; reflections and visual distortions call into question whether what you see is real or not.
To celebrate this special launch, Alessandro Michele imagined the Gucci Cartoleria, a traditional store and an enchanted hideaway located in Milan’s Via Manzoni and inaugurated during Milano Design Week—from September 5th to 17th. The store is Gucci’s take on the traditional Italian stationery store, enriched with unexpected surprises, suspended in an atmosphere of wonder.